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24 Nov 2009 10:00
Emblaze MOBILE unveils its revolutionary new mobile device: The first ELSE(TM) State-of-the-art mobile device to deliver simple AND intuitive user experiences
LONDON, 24 November 2009 - Emblaze Mobile, the Israeli design house for cutting-edge mobile technology and a member of the Emblaze Group , today formally unveiled the First ELSE(TM), a state-of-the-art mobile device, in an exclusive London preview.
The First ELSE(TM) is the realization of a comprehensive concept developed by Emblaze Mobile to define the differentiating factor of its product: user experience.
The First ELSE(TM) combines a unique user experience with fully-functioning device capabilities that are tightly integrated yet capable of autonomous functioning, thus giving the end-user a completely coherent and flawless experience. Users can interact with the various functions of the device - such as phone, GPS navigation or camera - in the same way they interact with the equivalent stand-alone devices used on a daily basis outside of the mobile experience.
With out-of-the-box information set-up and creative graphical user interface, the First ELSE(TM) provides functionality that is able to match that of off-the-shelf dedicated devices while maintaining an exceptional ease and simplicity of use.
Emblaze Mobile also released details on thesuite of pre-integrated services to be provided with the First ELSE(TM). The set of top-class features - including live PIM, full media store, RSS live updated newspaper, over-the-air back-up and restore, global on-board GPS connected to all the device's applications, and much more - allows for seamless connectivity between end-users and the operator.
The First ELSE(TM) is powered by ELSE Intuition(TM), the new mobile platform jointly developed by ACCESS CO., LTD., a global provider of advanced software technologies to the mobile and beyond-PC markets, and Emblaze Mobile. ELSE Intuition(TM) takes advantage of ACCESS Linux Platform(TM) v3.0 capabilities. ELSE INTUITION(TM) provides advanced flexibility and configurability, enabling users to run multiple applications simultaneously, switching between them with ease. All data and content, including contacts, appointments, videos and photos can be rendered anywhere, not just within a single dedicated application, thus giving users faster, easier and more consistent access to their information.
The First ELSE(TM) was initially previewed in Japan on 22 October 2009, when ACCESS and Emblaze Mobile first previewed the ELSE INTUITION(TM) platform. The device is expected to be commercially available in 2010.
In related news, Emblaze Mobile has announced that it will change the company name to ELSE Ltd. to conform to its concept and line of products.
Amir Kupervas, CEO of Emblaze Mobile, said:
"Mobile phones have evolved tremendously to become lifestyle devices that enhance our lives in many ways. Smart-phones represent the convergence of many technologies such as computing, Internet, consumer electronics and wireless, adding the convenience of being able to go everywhere, but still, they are first and foremost - phones. The First ELSE(TM) presents a new category in mobile devices. It is not a cell-phone, feature-phone, smart-phone or any phone for that matter. No longer just "all-in-one" but "all-for-one". All the applications are designed to serve us, the users, in the best way possible. Great technology is the kind that disappears when we use it -- it's so elegant and seamless; we don't even know it's there. It works its magic quietly, in the background - the First ELSE(TM) was conceived from the start to challenge this standard. We believe the First ELSE(TM) has the potential to become a real game-changer for the global mobile device market".
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"The promise of a ubiquitous connected digital world can only be realized when the underlying technology becomes completely transparent to the end user," said Tomihisa Kamada, president, CEO and co-founder of ACCESS. "People need to able to interact with technology intuitively and share information and data seamlessly no matter what the device or medium is. The First ELSE(TM), powered by ELSE INTUITION(TM), combines the elegance and simplicity of design that make mobile technology more accessible to users. We at ACCESS are pleased to make this unique achievement possible."
Enquiries: ELSE Ltd (formerly Emblaze Mobile Ltd.) Corfin Communications Harry Chathli, Alexis Gore +44 (0)20 7977 0020 Grayling Alistair Scott +44 (0)20 7932 1871
Visit the ELSE Ltd. websites: www.else.bz and www.firstelse.com
ELSE and ELSE INTUITION are trademarks of ELSE Ltd
ACCESS, the ACCESS logo and ACCESS Linux Platform are registered trademarks or trademarks of ACCESS CO., LTD. in the United States, Japan and/or other countries. The registered trademark LINUX(R) is used pursuant to a sublicense from Linux Mark Institute, the exclusive licensee of Linus Torvalds, owner of the mark on a world-wide basis
About Emblaze
Emblaze Ltd is a group of technology companies addressing both growth and innovation activities thus combining the stability of "bread and butter" mature technology enterprises with "high-risk / high-reward" investments in innovation.
Our Growth armincludes Formula Systems , which harbors the following subsidiaries: Magic Software Enterprises Ltd. develops, markets and supports composite application development and deployment platforms with a service-oriented architecture (SOA), including application integration and business process management (BPM), with existing and legacy systems; Matrix IT Ltd. (TASE: MTRX) is one of Israel's leading integration and information technology services companies, active in four principal areas: software solutions and services, software products, infrastructure solutions and hardware products, and training and assimilation.; and Sapiens International Corporation N.V. is a provider of IT solutions that modernize business processes to enable insurance and other companies to quickly adapt to changes.
Our Innovation armincludes Emblaze Mobile, a design house for cutting-edge mobile technology; EMOZE, a provider of Push Email and synchronisation technology for mobile devices; and ZONE-IP (Emblaze V CON), a provider of wireless video communications technologies and conferencing solutions for operators and enterprise markets over IP networks.
The Emblaze Group is traded on the London Stock Exchange since 1996. www.Emblaze.com
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